O serviço experiencial em bibliotecas universitárias
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2016
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Ao longo das últimas décadas têm-se verificado profundas mudanças económicas com implicações diretas no modus operandi das organizações em geral e nas bibliotecas em particular. Essas mudanças têm determinado redefinições nas relações sociais entre fornecedores e clientes, na reorientação dos focos, papéis e expectativas, na reconsideração do papel do cliente enquanto ator social mais informado e mais exigente, na maior responsabilização atribuída aos agentes económicos e sociais na construção de valor.
Esta investigação foca o modo como os clientes, enquanto beneficiários do serviço de uma biblioteca universitária criam valor através da integração e uso de recursos nas suas práticas quotidianas, em contexto social e, que implicações um prestador de serviço num service system retira da avaliação realizada pelo beneficiário do serviço experienciado para prosseguir com a criação da sua proposta de valor.
Para compreender e explicar essa interinfluência tomámos com referência principal a perspetiva do cliente, enquanto elemento nuclear do processo de criação de valor, alicerçada nos contributos teóricos da S-D logic, articulando-os e complementando-os com os da Consumer Culture Theory, do Service System e da Integração de Recursos.
Posicionando o contexto da investigação no sistema-biblioteca universitária, enquanto estrutura orgânica e social inserida numa comunidade universitária e enquanto palco onde ocorrem e se desenvolvem as práticas de estudo, aprendizagem e investigação, recorremos à metodologia qualitativa e exploratória baseada em sessenta narrativas e em observações e notas de campo para compreendermos o modo como os clientes integram e usam recursos para criar valor nas suas práticas quotidianas.
Os resultados desta investigação pretendem contribuir para colmatar duas lacunas teóricas (research gaps) identificadas pela literatura do S-D logic nomeadamente: 1) o papel do cliente, enquanto criador de valor na relação que estabelece e que justifica a natureza do serviço, independentemente de também poder ser ou não co-produtor da oferta proposta pelo serviço e, 2) a compreensão do modo como o ambiente sociocultural influencia e condiciona o processo de criação de valor concebido como uma combinação sistémica de “níveis” descritivos de funcionamento – macro, meso e micro - e que tem sido pouco debatida na literatura relevante.
Os resultados evidenciaram que a cocriação de valor, em contexto de biblioteca universitária, resulta da conjugação sistémica de condições integrativas de recursos (operantes e operados) com uma biblioteca enquanto space, que proporciona as condições físicas e materiais de conforto e bem-estar; uma biblioteca enquanto place, como lugar de estudo e aprendizagens e práticas formativas; e uma biblioteca enquanto state como uma ágora de encontros, de experiências, de diálogos, de interações, de proximidade, de pertença e de inclusão, potenciadores de aumento de energia e de motivação na rede de atores.
Over the last decades, profound economic changes have occurred with direct implications on the modus operandi of organizations in general, and specifically in libraries. These changes have given place to redefinitions of social relationships between service providers and customers, to the re-orientation of targets, roles and expectations, to the reconsideration of the customer’s role as a more informed and more demanding social actor, and to a greater accountability, ascribed to social entrepreneurs and economical agents in the value creation. This investigation seeks primarily to respond to the way customers, as service benificiary of a University library, create value through the integration and use of resources in their everyday practices, in their social context and, secondly, to assess the implications that a service provider, in a service system, extracts, from the evaluation carried out by the beneficiary of the experienced service, to proceed with the creation of its value proposition. In order to understand and explain this inter-influence we considered the role of the customer as a fundamental actor in the process of the value co-creation. To this end, we used the conceptual contributions of S-D logic, articulating and complementing them with those of the Consumer Culture Theory, the Service System and the Integration of Resources. Framing the object of research in the University library system, as an organic and social structure, inserted in a University community and as an area where study, learning and research practices occur and are being developed, this study used qualitative and exploratory methodologies based on sixty narratives, observations and field notes, to explain how customers integrate and use resources in the value creation in their daily practices. Results intends to help bridge between two research gaps (research gaps) described in the literature concerning the S-D logic model of the functioning of the organizations, namely: 1) the role of the client as a value creator in connection with the service, independently of being or not a co-creator of the service offer and 2) the influence that the socio-cultural environment exerts on the process of value creation, as an effect of the combination of macro, meso and micro systemic "levels" in service system research. Results show that value co-creation in the context of a University library comes from the combination of integrative conditions of resources (operative and operated) with the library considered as a “space”, which provides the physical and comfort conditions; as a “place” for learning and studying practices; and as a “state”, the agora of the encounters, experiences, conversations, interactions, proximity, belonging and inclusion, which enhances the energy and motivation in the actors’ network.
Over the last decades, profound economic changes have occurred with direct implications on the modus operandi of organizations in general, and specifically in libraries. These changes have given place to redefinitions of social relationships between service providers and customers, to the re-orientation of targets, roles and expectations, to the reconsideration of the customer’s role as a more informed and more demanding social actor, and to a greater accountability, ascribed to social entrepreneurs and economical agents in the value creation. This investigation seeks primarily to respond to the way customers, as service benificiary of a University library, create value through the integration and use of resources in their everyday practices, in their social context and, secondly, to assess the implications that a service provider, in a service system, extracts, from the evaluation carried out by the beneficiary of the experienced service, to proceed with the creation of its value proposition. In order to understand and explain this inter-influence we considered the role of the customer as a fundamental actor in the process of the value co-creation. To this end, we used the conceptual contributions of S-D logic, articulating and complementing them with those of the Consumer Culture Theory, the Service System and the Integration of Resources. Framing the object of research in the University library system, as an organic and social structure, inserted in a University community and as an area where study, learning and research practices occur and are being developed, this study used qualitative and exploratory methodologies based on sixty narratives, observations and field notes, to explain how customers integrate and use resources in the value creation in their daily practices. Results intends to help bridge between two research gaps (research gaps) described in the literature concerning the S-D logic model of the functioning of the organizations, namely: 1) the role of the client as a value creator in connection with the service, independently of being or not a co-creator of the service offer and 2) the influence that the socio-cultural environment exerts on the process of value creation, as an effect of the combination of macro, meso and micro systemic "levels" in service system research. Results show that value co-creation in the context of a University library comes from the combination of integrative conditions of resources (operative and operated) with the library considered as a “space”, which provides the physical and comfort conditions; as a “place” for learning and studying practices; and as a “state”, the agora of the encounters, experiences, conversations, interactions, proximity, belonging and inclusion, which enhances the energy and motivation in the actors’ network.
Descrição
Tese de Doutoramento em Gestão
Palavras-chave
Valor , Cocriação , Gestão , Bibliotecas universitárias , Serviço experiencial , Interação , Integração de recursos , Inclusão , Práticas epistémicas